US Hispanics are no longer a niche market – there are nearly 58 million Hispanics in the US today that account for 18% of the total US population. Hispanics are different from past ethnic or racial groups due to their relative size, younger age and growth. They will become increasingly important for the growth of any brand. To ensure optimal response to Hispanic-targeted marketing, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.